Who else finds this as creepy as hell.
As Uncle Ben said, "With great power comes responsibility." It's an awesome thing to have the power of "big data" to analyze your life and make better decisions. But "big data" needs to be responsible in how they handle that data (and their users' trust).
That's the whole point. The fact that they have this data means that they could share it with whoever they want, whenever they want. And we would never know. So in this particular case, it's not a data issue - it's a trust issue.
Like I said above. . . it's not a data issue. It's a trust issue.